Internet Marketing 101 (1 of 4) Minicourse

One way to interpret internet
marketing is that it is simply
“marketing on the internet”. 

In this sense, it goes synonymous
with online marketing and digital
marketing and even affiliate
marketing.

Not all internet marketers are
affiliate marketers, but all
affiliate marketers are internet
marketers!

Some associate internet marketing
with a more narrow group of
categories including affiliate
marketing,
information products, and the “make
money online” niche.

For this course, I will interpret
internet marketing as follows:

Internet marketing is the use of
internet, properties, and traffic
to generate leads, sales, or brand
awareness.

This is typically done via search
engine visibility, social media
marketing, email marketing,
and various forms of paid
advertising.

The ultimate end-goal of all your
marketing efforts is a way to
generate revenue.

Sales may often be the immediate,
short-term goal of a marketing
campaign, especially for eCommerce
stores.

Breaking Down IM Goals

Lead generation is often an
immediate goal of internet
marketing, because it allows
businesses to gain long-term value
from more potential customers.

Growing brand familiarity is a
less-talked-about goal of
marketing, but a very valuable one,
because it creates top-of-mind
awareness.

Lead generation for an online
business might consist simply of
building an email list, perhaps
with customer names associated as
well.

Lead generation for an eCommerce
business or local “offline”
business might also include
physical mailing addresses and
phone numbers so they
can follow up in other ways such as
telemarketing or mailing out
catalogues and special offers.

Other businesses might pursue even
more robust lead data such as
business information like industry
categories or number of employees
in the
case of B2B marketing, or income
ranges and family size in the case
of higher-ticket B2C models like
insurance sales or real-estate.

Another immediate goal of internet
marketing is growing brand
awareness and familiarity.

For many businesses, this might
consist of spending large amounts
on banner advertisements or video
ads primarily for the purpose of
getting their brand name, logo, or
unique selling proposition (USP) in
front of as many eyes as possible
as many times as possible.

The idea here is to increase
top-of-mind awareness so that the
potential customer will think of
the brand in future situations
when they need that specific need
fulfilled.

Common example: Fast food TV ads
are designed to make you think of
them later when you’re hungry.

Internet marketing example: An
online tax service heavily
investing in banner ads and video
ads in December and
January so you think of them in
March or April.

Other forms of brand awareness
might simply consist of frequent
social media posting.

Companies know that constantly
seeing their brand image in their
followers’ newsfeeds or Twitter
feeds accomplishes that same
top-of-mind awareness as well as
other emotional associations with
their brand such as loyalty, pride,
good will, and humor.

 

To Your Success,

jasonmaestasonline.com

Jason Maestas

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    2 replies to "Internet Marketing 101"

    • Kneller Fernandes

      I like the way you have broken down the goals, especially the brand image.

      • Jason Maestas

        Thank you Kneller, this post is still a little rough I have 3 more posts coming to finish the course, and then put some images and more extras to spruce them up a bit. Work in progress..

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